Display & Design Ideas - December 2008 - (Page 28)

28 in-store technology Intuitive technology By Jessie Bove, Managing Editor RFID takes shopping to new levels for Estée Lauder’s men’s skincare line LCD screens and RFIDtagged products personalize the shopping experience. I Number 16 at www.ddimagazine.com/readerservice t seems technology is popping up everywhere in retail—and the latest RFID (radio frequency identification) implementations have made their way into department store beauty counters, customizing the shopping experience and providing customers with instant access to information. Recently, Estée Lauder Aramis and Designer Fragrances launched RFID technology-enabled displays for its Lab Series Skincare for Men range of products. The company has tested the installation at several trial stores across the United Kingdom and United States, including House of Fraser in Oxford Street London, Birmingham and Manchester, U.K. For the project, Estée Lauder worked with Lime IT, a strategic partner of signagelive, a digital signage platform from U.K.-based Remote Media Ltd. “The inspiration was to create a digital media solution that was intuitive for the user and did not rely on them changing their normal shopping practice,” says Jason Cremins, CEO of Remote Media. “Picking up a product is human nature, unlike presenting a product to a scanner or using a touchscreen, both of which have a technology barrier as they are not part of our day-to-day activity.” The Lab Series Skincare for Men solution is comprised of LCD screens and RFID-tagged products, each with its own unique tag. When a customer picks up a product, the RFID-enabled shelves recognize the product has been removed and interrupts the attract loop of media running on the LCDs to play content specific to the selected product, Cremins explains. The media content may also cross-recommend other products in the line. A Lab Series associate can also present a special RFID card to the display, and it will change its function to a skin scanner, allowing the consultant to use a micro-camera to analyze the customer’s skin type and recommend suitable products. All information is updated and managed over a Mobile Data network using the signagelive.com platform. “This allows Estée Lauder full control of the solution and analysis of all user information from a standard Web browser anywhere in the world,” Cremins notes. Through the use of RFID technology, timestrapped shoppers now have more information than ever at their fingertips, and they have it where it counts—at the point of sale. To e-mail this article, visit www.ddimagazine.com/magazine. December 2008 www.ddimagazine.com http://www.beverlyhangers.com http://www.signagelive.com http://www.signagelive.com http://www.beverlyhangers.com http://www.ddimagazine.com/readerservice http://www.ddimagazine.com/magazine http://www.ddimagazine.com

Table of Contents for the Digital Edition of Display & Design Ideas - December 2008

Display & Design Ideas - December 2008
From the Editor
Contents
News Watch
DDI’s Leadership Forum 2008
Consumer insights
Editor’s Choice
Snapshots
Alexander McQueen
Eye On: Luxury
Right Light
In-Store Technology
Product Spotlight
New York Report
DDI’s NADI Show Preview
New York Retail
New York Restaurants
Calendar
Advertisers
Classifieds
Shopping with Paco

Display & Design Ideas - December 2008